We try to solve very complicated problems without letting people know how complicated the problem was.

As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.

We don't do focus groups - that is the job of the designer. It's unfair to ask people who don't have a sense of the opportunities of tomorrow from the context of today to design.

Really great design is hard. Good is the enemy of great.

There's no other product that changes function like the computer.

Very often design is the most immediate way of defining what products become in people's minds.

The memory of how we work will endure beyond the products of our work.